Discuss the scope of mixed branding Essay

Ans.Definition Mixed Branding is where a firm markets products under its have get word and that of the reseller(s) because the segment attracted to the reseller is different than its own market. Eg. The company sells its Elizabeth Arden trademark through department stores and a line of skincargon products at Wal-Mart with the Skinsimple brand name. StratergiesWhen promoting a brand, companies sometimes choose to follow a multiproduct brand strategy, similar to automakers Ford and Toyota. In this regard, a companys name is an umbrella brand for all its products. Coca-Cola, apple and Intel have focus their energies on branding their corporate names and images rather than individual products. mart chains and big-box retailers use private-label branding to attract value-conscious customers.AdvantagesCompanies use branding to identify their products based on value, lumber and other attributes. A positive brand image creates a halo effect that affects existing products and makes it easier to introduce raw(a) products. The Intel Inside campaign, for example, was designed to brand all Intel microprocessors as high-performance and high-quality products. Apple has followed a somewhat different route because it relies on its corporate name and unique product brands. A mixed-branding strategy tush leverage a companys reputation for innovation to carve out juicy market niches, such as Apples Mac computers for graphics-intensive operations, maculation developing entirely new markets, examples of which would be iPods and iPads. kraft consumers know they are getting a quality food product, which makes it easier and more cost-effective for Kraft to introduce and gain consumer acceptance for new products.DisadvantagesThe main disadvantage of branding is the high advertising and related public relations costs. Establishing a topical anesthetic or international brand requires years of sustained advertising, high levels of quality and exceptional customer service. A brand image and reputation cannot be established in a few weeks. Companies must continue their promotions evening during economic downturns or when sales stagnate, because if they do not, competitors might fill the vacancy and be in a better position when the economy turns around. These expenditures can reduce margins, especially if sales volumes are being affected by price competition or changing customer preferences. Also, there is the adventure that poor customer service by wholesalers or retailers in the dispersion channel might reflect poorly on the brand itself. Manufacturing issues that course to product recalls, such as Toyotas well-publicized problems with brakes from 2009 to 2011, can as well as affect a brands image, which usually requires additional expenditures to repair.